Moises Piedra

Moises Piedra


Performance-driven direct marketing executive with a history of progressive success developing and executing ROI accountable life cycle and affinity marketing strategies that leverage CRM to maximize relationships and profits.


Financial (Bank of America, Citigroup, MBNA, Chase, Visa, MasterCard, and Wal-Mart Financial), insurance (Geico, Safeco, Aflac), retail (Wal-Mart, Starbucks), and utilities (Reliant, Clearwire) 


Traditional direct mail, email marketing, digital marketing (mobil, social, display, and web), telemarketing, tradeshow marketing, and point of sale (Retail/Financial)


Acquisition, activation, usage, retention, loyalty/affinity building, cross selling, and product positioning


B2B, B2C, general consumer, and multicultural (Hispanic)

Through the brand diversity and business case experiences that my background includes, I am able to employ a broader perspective on business marketing, problem solving and, most importantly, a wider range of business solutions.


  • Direct marketing (offline/online)
  • Lifecycle Marketing (acquisition, activation, retention, loyalty, cross selling, balance building)
  • DRTV
  • Digital (e-mail, web, mobil, display, social)
  • Relationship Management
  • Print Production Management
  • Financial Marketing
  • Strategic Planning/Execution
  • Direct Mail (A to Z-Concept/ Production/Fulfillment)
  • List Selection/Procurement
  • CRM
  • Point Of Sale
  • Hispanic Marketing
  • P&L Analysis and Management
  • ROI & CLTV analysis
  • Metric Evaluation
  • Team Building

Work History

Work History
Apr 2009 - Present

Direct Marketing Consultant

Independent Marketing Consulting
Accomplished direct marketing professional with extensive experience in acquisition marketing in various industries and disciplines. Experienced in developing, managing, executing, and evaluating end-to-end marketing programs for major corporations. Highly motivated and results oriented with proven experience in developing or influencing business marketing strategies for acquisition, retention, loyalty building, cross selling, branding and product positioning, for a wide array of fortune 500 clients.
Jan 2006 - Mar 2009

Marketing Channel Director

Lopez Negrete Communications

Reported directly to President and CEO. As marketing director for LNC; the fourth largest Hispanic agency in the nation, I established, lead, and managed the agencies direct marketing (DM) new business development efforts, as well as support the organic growth from existing clients. Accountable for revenue attainment and profitability through the development and execution of all DM plans. Direct marketing channels included traditional direct mail, email marketing, point of sale, and statement marketing. Online experience includes display advertising and website. Additional leadership included, account, project, and people management. Clients managed: Bank of America, VISA, Reliant Energy, Geico, Safeco Insurance, Wal-Mart Retail/Financial and Starbucks.

Nov 2003 - Dec 2005

Marketing Channel Director

The Cartel Group

Reported directly to agency President and CEO. Led contact for all direct marketing efforts developed and managed by Contacto. Accountable for stewarding, building, and managing all Hispanic direct marketing for the U.S. Army. Day-to-day leadership included account management, strategy development, product positioning, budget planning, marketing integration, campaign response analysis/reporting, and market study development for all direct mail, online, and direct response television (DRTV). Significant accomplishments include increasing agency billings for direct by over 25% from previous years. Directly managed over 40 direct mail campaigns with multiple cells and various tests.

Jul 2000 - Nov 2003

Director of Strategic Marketing

Verve Communications

Reported directly to agency President and CEO. Spearheaded all account management and marketing strategy development for a range of client industries. Industries included: technology, food service, real estate, and travel. Strategic consulting included brand and product development, testing, and positioning, budget planning, marketing integration planning, campaign response analysis/reporting, survey development and analysis, and strategic consulting for CRM modeling. Significant accomplishments include increasing new account revenue by 50% by maximizing market penetration and financial profitability for a telephony provider.

Aug 1999 - Mar 2000

Direct Marketing Credit Manager

La Curacao

Reported to Vice President of Finance. Hired as a financial credit card marketing consultant to launch the new co-branded MasterCard card. Managed and supervised all credit marketing for the La Curacao’s private label and co-branded credit cards. Responsible for the implementation, coordination, and development of all marketing collateral used for pre/post launch of the new co-brand credit card. Primary day-to-day responsibilities included account and portfolio management, strategic planning, budgeting, portfolio forecasting/P&L for all acquisition channels. La Curacao is one of the largest Hispanic retailers in Southern California.  

Jul 1997 - Apr 1999

Manager, Product/Project, Partnership Marketing

The Associates
Developed, managed and supervised all direct mail and telemarketing initiatives for the GTE and True Value co-branded credit card. Responsibilities included, budget management ($500M+), the implementation, management and accountability to deliver agreed upon key performance indicators; partner relationship management, portfolio management, strategic planning, budgeting, forecasting and profit and loss analysis responsibility for each specific channel.
Jul 1997 - Mar 1999

Product Manager

The Associates National Bank/Citigroup

Reported to the Sr. Vice President of Credit Card Portfolio Marketing. Developed, managed, and supervised all direct mail and telemarketing initiatives for the GTE and True Value co-branded credit card portfolios. Responsibilities included, budget management ($500M+), the implementation, management, and accountability to deliver key performance indicators (KPI’s). Primary day-to-day responsibilities included account and portfolio management, strategic planning, budgeting, and portfolio forecasting/P&L for all direct acquisition channels. Significant accomplishments include decreasing total program fulfillment expenses by 60% through the implementation of a new rebate management channel. Increased new credit card account acquisition by 27%, through cross selling initiatives. Increased co-branded member participation for a large franchisee driven portfolio by 92%, application volume by 70% and Net O/S 10% through the implementation and management of a loyalty program. 



Bachelors of Science in Business

University of Phoenix



P&L Analysis/Responsibility

Retail Marketing

Working with some of the largest retailers:  Wal-Mart, Bank of America, True Value, Sam's Wholesale , and Starbucks

Hispanic Marketing

Responsible for managing all Hispanic direct and POS work for  Bank of America, Visa, Walmart, Safeco and the U.S. Army

Advertising/Account Management

Acquired by working with top agencies: Lopez Negrete Communications, The Cartel Group, Ornelas and Associates, and Verve Communications. Managing the direct scope of work (SOW) for brands, such as Wal-Mart, Visa, Bank of America, Metris Financial, Citigroup, etc. 

Strategy Planning/Execution

Experience building direct contact strategies that can work independently or synergistic to other customer touch points

People Management/Development

Financial Direct Marketing

Acquired through MBNA, Bank of America, Chase, Citigroup, Adir Financial and Visa

Print Production Management

From approving direct mail proofs, comps, and blue lines to press checks

Partner/Relationship Management

Understand the value of working in cross functional teams and developing relationships with other equally valuable partners to extract support and align marketing integration

Acquisition/Lifecycle Marketing

Direct Marketing

Direct Mail, DRTV, Email marketing, DR Radio, DR outdoor, Event Marketing, POS, and Telemarketing